A welcome series is the first group of emails a new subscriber or customer receives. It has the highest open rate of any mailing, because it arrives at the moment when interest is strongest, and precisely for that reason it should not be wasted on a plain thank-you. A proven structure has three to five emails: confirmation and delivery of the promise the person signed up for, an introduction to the company and the value it provides, addressing the most common concern or objection, and finally a specific offer or call to action. The series also sets expectations – how often the company will write and about what – which reduces later unsubscribes. In e-shops, a one-off discount is often included in it, which is effective, but it should not be the only reason to open the emails.
See also: Automation sequence, Lead magnet, Unsubscribe and complaint rate.
